Mediatel Connected Debuts 'Performance' Marketing App

UK-based Mediatel Connected, which aggregates media research data from a variety of sources to track trends across digital and traditional media, has launched Performance, an app allowing users to channel digital marketing spend based on trends, performance scores and modelling.

Mediatel is part of ad industry tech and information provider Adwanted Group. The new app pulls in cross-category data about social media influencers; provides a proprietary scoring system and benchmarking reports for e-commerce sites' organic and paid performance against category and competitors; makes recommendations on how online retailers can improve results against campaign objectives; and simulates the impact of potential additional spend on different items.

For the launch, Mediatel partnered with global martech firm BOSCO, whose predictive analytics platform helps retailers with online media spend, and whose Explore dashboard will be integrated to provide the simulation feature.

Former Kantar man Rob Laurence (pictured), head of Mediatel Connected, comments: 'We're incredibly excited to be partnering with the BOSCO platform and team. We both use data to give customers a better understanding of their media budgets which makes for a great collaboration... This will help our clients to have a better understanding of the marketing landscape and their media budgets. Plus, they will also be able to benchmark against their competitors using the BOSCO online performance index'.

Web site: www.mediatel.co.uk .